MAM
Tribal Fusion introduces Sidekick and Pushdown
MUMBAI: Global display advertising provider Tribal Fusion has launched two new units — Pushdown and Sidekick — to deliver high-impact, user-initiated campaigns to advertisers‘ target audiences at scale. Tribal Fusion, a global display advertising provider, is owned by Exponential Interactive.
Sidekick and Pushdown both aim to deliver high-impact campaigns and user-initiated brand engagement in online campaigns through mini-website experiences that open up when a user clicks or rolls over the basic ad. Once initiated, the units move the page content either to the side or down to reveal a much-expanded ad in which advertisers can add product information, video content and social sharing features. On closing, the unit collapses and page content moves back to its normal place. This allows advertisers to combine the benefits of advanced online audience targeting with highly engaging ad formats.
Tribal Fusion‘s versions of the units run in display banner sizes, enabling them to be offered by many more web publishers. Also, the company has direct relationships with web publishers, which, combined with its technical integration with their web pages, enables the company to deliver new formats at greater scale.
The greater reach enables advertisers to combine the benefits of new, high-impact formats like Sidekick and Pushdown with the scale needed to use advanced online audience targeting techniques.
Exponential senior director global data and targeting Doug Conely said, “Innovating these new forms of ad units has meant that the scale available to advertisers wanting to use them reaches a whole new level. Because an advertiser can leverage our advanced audience targeting capabilities, they will be able to reach their most valuable prospects with these new highly impactful and engaging campaigns.”
The new units have also been designed to provide a consistent and recognisable end-user experience. Both include similar animation features in the basic ad that invites the user to interact. Consumers that have engaged with one of the units before will recognize the same invitation in future campaigns.
Tribal Fusion executive director ad solutions Ittai Shiu said, “Our versions of Sidekick and Pushdown take the best of the Rising Stars initiative and evolve them to grow the scale at which they can be delivered and establish consistency in the user experience that drives consumer acceptance and engagement rates.”
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
